The recent rise of consumer-directed health plan have changed the face of health insurance, giving consumers more say over the price and structure of their plans. And according to John Hilgers, president of Health Partners America, this individualism will only increase in 2014, when health insurance exchanges come in to play and people on individual and group plans alike will “shop” for the insurance that best suits their needs.

This growing individualism is dissected on a larger scale by Seth Godin in his new book, We Are All Weird, which examines how the mass market is dying as consumers become increasingly able to tailor products to their individual needs — in short, how each person’s unique “weirdness” is coming to influence consumer culture.

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